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Vita Coco Really, Really Wants You To Know It's Natural

Vita Coco coconut water gets a label clarification after a lawsuit accused the company of misrepresenting the drink's hydrating power. It's now selling the same drink, same-ish story.


Suit filed, August 2011
"We are confident that Vita Coco continues to be an excellent, all-natural source of hydration."

Suit settled, February 2012
"Coconut water comes from nature and we will emphasize that even more going forward."

A version of this article appeared in the May 2012 issue of Fast Company magazine.